About this eBook
Your CRO asks a fair question at the pipeline review: do we have anything for mid-market CFOs at the consideration stage? Your team scrolls the campaign calendar, finds a webinar that touched on finance and an enterprise asset repurposed last quarter, and the answer comes out as yes. Nobody in the room can check it.
This eBook gives demand gen leaders a way to answer that question from evidence. You'll learn why a campaign calendar records what shipped but not who it was for, how repurposed content makes a segment look covered on the dashboard, and how to build a coverage grid of the personas, segments and stages sales is working. It ends with a weekly coverage score and the three sentences to open your next pipeline review with.
What's inside
- A busy calendar with missing buyers: why "who did we write for?" gets answered backward, from what shipped, and what to add next to the calendar.
- Engagement and coverage: how a reused asset still gets clicks and makes a segment look active while the persona in it has nothing built for them.
- Buyers a competitor reached first: how to check empty squares against the 2 or 3 competitors you actually meet in deals.
- What a coverage grid shows you: one square for every persona, segment and stage, three marks for each square, and a 3-question rule for when repurposed content counts.
- What changes at the pipeline review: a coverage score you can update weekly, and what it does and doesn't tell you.
- What good looks like: five habits of a demand gen team that plans from buyers instead of from the calendar.
The TL;DR
- Your calendar shows what shipped. It can't show which personas never got anything written for them.
- Reused content still gets clicks. A segment can look active on the dashboard while the persona in it has nothing built for them.
- Competitors may have written for the personas you skipped. You won't see it in your reporting, because you never targeted those personas.
- The answer is a coverage grid. List the personas, segments and stages sales is working, place each asset in the one square it fits best, and check the result with sales.
- Score it weekly. The percentage of squares with something built for them tells you whether you're ready to reach each buyer. It doesn't tell you how that content performs, and it shouldn't pretend to.
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